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Structured Data and The Hair Metal Edition



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Structured Data and The Hair Metal Edition

  1. Structured Data – The 80s Hair Metal Edition Matthew J. Brown - Moz - @MatthewJBrown
  2. Remember REO Speedwagon?
  3. Remember 10 blue links?
  5. So now we’ve got SERPs that ROCKKKK
  6. Structured data allows big sites to buy ‘beachfront property’
  7. And also allows smaller players to snatch up real estate
  8. Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20% Big sites: Ahead of the game
  9. But the game changes all the time
  10. The (updated) basics
  11., Twitter Cards, Authorship, Open Graph (all of these and more covered by @ipullrank here:
  12. Open Graph Tags
  13. Keep a lookout for new Open Graph actions:
  14. Yandex is using Open Graph create interactive “Islands”
  15. Gmail is supporting ‘Actions in the Inbox’ with
  16. Twitter Cards:
  17. Keep a lookout for new channels using data markup (Pinterest’s Rich Pins:
  18. “If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.” Step 1 - RTFM!
  19. Step 2: Prioritize
  20. Step 3: Competition
  21. Step 4: Validate -
  22. Step 5: Keep track of changes to this WMT page:
  23. Step 6: The rich snippets Hail Mary:
  24. Let’s get Semantic
  25. Source: SEOSkeptic Deeper Dive on Hummingbird from Aaron Bradley ( and AJ Kohn (
  26. It’s not just about links anymore
  27. Go all in with markup
  30. What did we learn from the 80s?
  31. Sometimes, the party is over
  32. Google is the grunge of search
  33. They’re taking over lots of the good stuff
  34. Way more
  35. Displacing entire verticals
  36. Sometimes without structured data
  37. Have a plan to survive
  38. Our brave new mobile world
  39. Mobile + Desktop BFFs
  40. Plan for mobile/table traffic
  41. Use authorship to maximize domain authority
  42. Put G+ and Author Rank to work
  44. Can I be an “entity in the knowledge graph”? YES.
  45. Email: Twitter: @MatthewJBrown Stryper says THANKS!